Improving delivery experience during post purchase a high priority for over 73% of retailersNEW YORK – May 9, 2017 – Today, WBR Digital and Narvar released a new report titled “Pathways to Loyalty and Post-Purchase Success,” which studies how retailers are approaching the customer experience after a consumer places an order. According to the findings, communication continues to play an important role in fostering loyalty after a purchase. During this time, retailers can lose connection with customers, exactly when they are developing expectations that will influence their future interactions with the brand. The research shows that engaging customers appropriately during this phase of their journey is key to building meaningful relationships fundamental to a brand’s success.
Retailers recognize the value of optimizing the post-purchase experience to not only reduce call center costs and generate incremental revenue, but also to nurture the consumer relationship and build trust for future transactions.
Narvar and WBR Digital conducted their research within multiple retail verticals to reveal the strengths and weaknesses of each, and to provide recommendations for how the post-purchase experience can increase customer retention and revenue. Over 100 retail leaders responded to the study, representing marketing, ecommerce, and customer experience branches from multi- to hundred-million dollar organizations.“Customer loyalty is a difficult thing to capture—but retailers who successfully implement customer loyalty initiatives see revenue. This applies to all stages of the buyer’s journey, most notably post-purchase—the period of time after a customer’s first conversion,” stated Christopher Rand, Business Analyst, WBR Digital. “The survey puts a finger on the pulse of retailers’ post-purchase perceptions and strategies to highlight their importance to retailers of all sizes.”“The period of anticipation between when a consumer buys a product and when it arrives on her doorstep is the new moment of truth in retail. This is a critical opportunity for retailers to continue the conversation and drive retention,” said Amit Sharma, Founder & CEO of Narvar. “As we see in the survey findings, retailers now recognize the value of optimizing the post-purchase experience to not only reduce call center costs and generate incremental revenue, but also to nurture the consumer relationship and build trust for future transactions."
The findings suggest that in order to overcome major internal challenges to post-purchase strategy adoption, advocates must convince their leadership that the programs will create value—not only for the sake of the customer, or for the sake of customer retention, but for the sake of the bottom line as well.
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Andria is Global Director of Marketing & Communications at Narvar. She grew up in entertainment at iconic brands like EMI & MTV before pivoting to ecommerce, most recently at Walmart.com.